Lynn Tan - CXposé - Page 3 of 3

Winning New Customers By Knowing Your Data

By Lynn Tan|2023-09-11T14:23:00+08:00August 21, 2023|Categories: Data|Tags: customer engagement, customer intelligence, data, trust|

It’s not every day you get to speak to a CMO who is in the midst of a whirlwind global tour to meet her customers from all over. Jenn Chase, CMO, SAS Institute, was raring to go, properly caffeinated for the day, and showed no signs of jet lag as we got together in the Singapore office for our catch-up. Jenn started off with sharing her three key pillars to SAS’ marketing strategy - brand awareness, demand generation, and customer engagement. She emphasized on creating lasting relationships as a critical element in her work, and how trust is the ... Read More

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Hyper-Personalization in the Age of Modern Marketing

By Lynn Tan|2023-09-08T14:37:13+08:00August 19, 2023|Categories: MarTech|Tags: ai, B2B marketing, book, modern marketing|

David Sweenor, founder of TinyTechGuides, recently shared his experiences traversing deep tech to B2B marketing. Recently, David and Kalyan Ramanathan authored Modern B2B Marketing: A Practitioner’s Guide for Marketing Excellence which was published by TinyTechGuides. Collectively, the duo brings almost five decades of experiences across multinational conglomerates as tech experts and marketing leaders. When asked what the motivation was behind their latest book, Modern B2B Marketing: A Practitioner’s Guide for Marketing Excellence, David observed that whilst marketing books are in abundance, there wasn’t any that encapsulated true B2B marketing practices in a single, digestible volume. “You can find a book ... Read More

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Marketers Must Embrace Unilateral Transformation in Organizations

By Lynn Tan|2023-08-27T19:24:36+08:00August 17, 2023|Categories: Experiences|Tags: B2B marketing, digitalization, featured|

In a recent conversation with marketing veteran Arun Cavale, he highlighted the differences between business-to-consumer (B2C) and business-to-business (B2B) marketing, emphasizing the unique challenges and opportunities in both sectors. While B2C marketing is often associated with glitz and glamour, B2B marketing operates in a realm focused on establishing a direct revenue connection. This distinction has become even more pronounced in the era of digital transformation. The pandemic expedited digitalization horizontally and vertically across organizations. The conversation shed light on the profound changes brought about by the pandemic, which acted as a catalyst for ... Read More

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Resisting Bright Shiny New Toys in Marketing

By Lynn Tan|2023-08-27T19:35:51+08:00August 16, 2023|Categories: Opinion|Tags: marketing, technology|

For years, marketing had to work hard to prove commercial value, and get a seat at the table. One of the turning points came when marketing organizations started leveraging data as the foundation of everything they do - that includes strategy, development, design, execution and measurement. With data on hand, it may seem like marketers have all the answers to address any business challenges…if only they weren’t distracted by the next new, shiny toy. Translating what marketing does in a boardroom-full of sales-driven executives can often turn into a well-rehearsed performance. Executives want to see numbers, but have also ... Read More

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It Takes a Village of Technologists to Get Marketing Right

By Lynn Tan|2023-09-01T17:22:49+08:00August 5, 2023|Categories: AI|Tags: B2B marketing, community, ecosystem|

When CXposé.tech had a chat with Thomas Been, he had just arrived as the newly minted Chief Marketing Officer at Domino Data Lab, an Enterprise MLOps platform trusted by over 20% of the Fortune 100. The company’s goal is to help organizations scale up their data science capabilities, and unlock better ways of working - from developing better medicines, to adapting risk models to major economic shifts, or simply recommending the best purchase to make at the right time. We wanted to hear Thomas’ thoughts on how current B2B marketing looks like today, and spoke about how automation and ... Read More

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Navigating Layoffs: Prudence vs Business Continuity in Challenging Markets

By Lynn Tan|2023-08-27T19:40:46+08:00July 31, 2023|Categories: Opinion|Tags: HR, layoffs, marketing, opinion, talent|

In today's ever-changing business landscape, when expenses increase and prices decline, organizations are often faced with tough decisions. Layoffs seem inevitable. According to Layoffs.fyi, job cuts in the technology sector, totaling 201,860 currently, exceed the total number of tech layoffs in 2022. The main culprits were identified as Amazon, Google, and Microsoft, and indicators point to job cuts in the tech sector overall, not easing up. Although challenging, layoffs are sometimes seen as a prudent step to mitigate capital losses and ensure cash flow. Case in point is technology conglomerate Meta, formerly known as Facebook. At time of writing, ... Read More

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Parenting AI is Hard, but We’ll Have Them Anyway

By Lynn Tan|2023-08-27T19:42:26+08:00July 15, 2023|Categories: Opinion|Tags: ai, ai models, governance, solutions|

If I had a dollar every time someone mentions to me “ChatGPT”, I would probably have a stable source of secondary income. And it’s not a bad thing at all. Having spoken to David Sweenor, author of Modern B2B Marketing: A Practitioner's Guide to Marketing Excellence, on what he thought about Generative AI and AI in its practical application, there seems to be no clear lines of “For” or “Against”. David’s definition for AI is beautifully minimalistic - “data, plus analytics, plus automation, that’s AI.” Through our conversation, it seems like AI could be the nudge marketers need to bring ... Read More

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